Moellhausen unveils DU•IT Creative Center in Dubai

On October 24, Moellhausen celebrated the opening and officially presented its new research center in Dubai: the DU•IT Creative Center, marking a milestone in the friendship and working relationship that links Moellhausen to Dubai and the Arab world to Italy.

With almost sixty years of activity, Moellhausen—one of the world’s leading historic family companies in the flavors and fragrances sector, known for its raw materials and specialties—embodies the excellence of Made in Italy. Its groundbreaking success in this region stems from its ability to blend Italian expertise with the timeless traditions of Middle Eastern fragrances.

The DU•IT Creative Center, established in the spirit of innovation, high-quality raw materials, sustainability, and the pursuit of perfection, aims to become a technological and creative landmark for the conception and development of exclusive fragrances.

Already operating in Dubai with a commercial office and a large showroom, Moellhausen has expanded its presence with this state-of-the-art hub, which spans over 1,500 m². This facility houses a team of perfumers, analysts, laboratory experts, and production operators. It also includes a dedicated section for storing approximately 1,000 raw materials, readily available for immediate use.

The project represents a significant investment, both financially and in terms of creating new jobs in the region. The center is equipped with cutting-edge technology for automated fragrance composition and advanced laboratory equipments for chemical analysis and application development.

“Having an R&D center in Dubai,” said Andrea Ghezzi Perego, President of Moellhausen, “offers a great competitive advantage for the production of fragrances, not only for luxury and niche markets but also for various industrial sectors we operate with from such an important region of the world.”

DU•IT stands as an acronym symbolizing the key partnership between Dubai and Italy, a relationship Moellhausen has nurtured for over 20 years. The launch of the DU•IT Creative Center in Dubai reflects this bond and celebrates the company’s expansion in the region.

The acronym DU•IT also conveys a clear phonetic message, aligning with the English expression “DO IT.” This message serves as an invitation to take decisive action, work diligently, and pursue excellence.

DU•IT, or “DO IT,” signifies a commitment to operating directly on-site, fostering continuous relationships with clients and stakeholders. It also reflects Moellhausen’s efforts to maintain a dynamic team of perfumers who alternate their work between Dubai and the company’s headquarters in Milan. By minimizing reliance on virtual interactions, the center prioritizes effective and constructive in-person collaborations.

“Moellhausen’s presence in the Middle East is the result of a growth and internationalization path the company has been pursuing for years,” said Anthony Moellhausen, CEO of Moellhausen. “This path sees us successfully committed to increasing a virtuous process of commercial exchanges and industrial relations with the primary entities of the fragrance sector. While our reference market is the world, we never forget we are Italian.”

This Italian identity, highly valued in Dubai, integrates seamlessly with the country’s leadership in promoting a rich multiculturalism while maintaining a strong sense of identity, where perfume is also considered an art form.